During this pandemic, you’ve most likely been forced to offer your therapy services online. This transition may have been very difficult for you and your clients. One thing is for sure- therapy, as we know it, has changed and may continue to do so.
It could be a long time before you are able to provide therapy to clients in person again. In the meantime, we all need to make the best of the situation. Using telehealth may have been a challenge at first, but now you’re a pro.
Even before COVID-19 hit, people have relied on online platforms for resources. Clients find you online. They do research about therapy and their diagnoses online. If you don’t have an online presence, you’re not keeping up with the times. You’re behind in your field.
Lucky for you, there’s a way to meet your clients where they are when it comes to their online wants and needs. Hiring a copywriter to write compelling, awesome website copy, blogs, newsletters and email sequences, for starters, is a great way to provide resources to your clients.
I just named four different types of copy that can connect you to your clients. Now I’m going to break them down for you so you have a better understanding of how each type of copy can help you provide therapeutic resources to your clients through awesome writing.
1. Website copy
Website copy is any content that appears on your website. Compelling website copy is one way to hook a potential client. But first, you need to show up in a Google search so that potential clients can find you.
Search engine optimized (SEO) copy ranks you higher in a Google search. Copywriters know how to optimize your website copy so that it uses keywords that people search for when looking for therapists. For example, if you’re an art therapist who specializes in trauma-informed therapy for people with depression, anxiety and PTSD, you want your copy to reflect your therapeutic services.
Once you’ve been found, now you need to grab your audience’s attention and keep them on your site so they can see all the awesome therapy services you offer.
Your copywriter writes your website copy in a way that compels potential clients to want to know more about you. They’ll stick around to read the services you offer, your “about me” page and your blog.
Your copywriter gets the potential client to sign up for a session/assessment through compelling copy. You’ll also get people to sign up for an opt-in, like a free stress checklist, and voila! You have an email list. Your copywriter just got you another way to communicate with potential and current clients through emails and newsletters.
Once you’ve set up a website with compelling and well-optimized copy, you want to make sure you include a blog. Currently, blogs are one of the best ways to provide resources to your clients, especially with everyone living online right now.
You can use your blog to dispense information, provide insight and write about topics that you care about and are relevant to your practice.
Blogs are a great way for people to understand more about who you are as a therapist and what you can offer them.
Having a blog is also a great way to boost your SEO. Consistent, relevant blogs that are the proper length tell Google that your site has authority.
It’s not enough to have a blog and post once in a while, though. You have to be consistent. Posting once a week on the same day of the week is one way to not only rank higher in a Google search, but it’s also a way to earn trust and followers from your audience.
You’re probably thinking “no way do I have time to write and post a blog once a week. I’m busy providing therapy!” No worries, your copywriter has you covered. That’s exactly why you hired her because she saves you time.
Another key element of your blog is that it should be relevant. You want to make sure you’re posting content that people need to be reading. Google cares about the relevance of blogs just as much as its consistency.
Lastly, the length of your blog is important to Google. It’s difficult to capture what you’re trying to say in less than 1,000 words, and Google won’t rank anything less than that. The higher the word count, the better for your SEO. That doesn’t mean you should ramble on for the sake of making your blog longer, but it does mean you should have a substantive blog with, again, relevant information.
3. Email Sequences
Now that you have a website that’s SEO-optimized with regularly posted, well-written blogs, the next step is engagement. You want to convert people who visit your site to clients. You might do that with your website copy and blogs alone, but you also may need a little help.
Building an email list is a great way to stay connected to potential clients. Once you create an opt-in, which is a way to get people’s emails, you can build your email list and send out a sequence of emails that are relevant and compelling.
I keep using these words: relevant, consistent and compelling, and there’s a reason for that. It’s because consistency builds trust, relevancy gets people reading and compelling copy keeps people reading.
When someone opts into your email list, they get an automated email from you welcoming them. A good email sequence will continue to send 3-5 emails over the course of a week or so that provides additional information and keeps them feeling connected to you.
Your copywriter writes your emails and you set up a service, like Mail Chimp, to send those emails without you having to do anything! Look at that, another way copywriters take the work off of your hands and give you back time in your busy day.
Unlike automated email sequences, newsletters are sent regularly, such as monthly or every other week. If an automated email sequence is a way to build trust and connection with potential clients, then a newsletter is a way to maintain that relationship.
Newsletters get sent to your entire email list, which probably includes a lot of your current clients. You work with your copywriter to grab and keep the attention of your audience through a brief newsletter that keeps clients aware of what’s going on with your practice.
Maybe you’re offering workshops. You might be promoting your most recent blog post or podcast episode you recorded. Or maybe you just want to say “hi” and keep your clients aware that you’re still here, offering services as “usual.” At least, the new usual.
Putting it all together
Now that you have a basic understanding of the different types of copy you can use to provide resources to your clients, it’s time to put those into practice! It’s time to hire an awesome copywriter. And I know just the one for you.
Send me an email at firstname.lastname@example.org or fill out the “contact me” page to set up a free consultation and discover how I could write for you so you can continue to provide awesome therapy without having to worry about all of this yourself. Talk to you soon!